Graphic Designer Roshai shares her creative process when faced with tackling a new project, as well as the principles that drive her work and the benefits of art therapy
What first drew you to graphic design?
My path to graphic design wasn’t straightforward. During my A-levels, I was torn between more “academic” subjects like physics and maths, and my love for art.
Art has always been a constant in my life, giving me the ability to create and detail concepts visually. This ultimately drew me to pursue Fine Art at university.
Post-university, the prospect of blending creativity with communication and problem-solving excited me – and it continues to do so today.
When I was younger, I didn’t realize you could make money from design. I didn’t know that was an avenue to forge a career. However, thanks to a lot of persistence and resourcefulness, I’m incredibly proud to be working on something I love today.
If you weren’t a graphic designer, what would you be?
It’s tough to say because I always knew I was going to head down the art and design route. However, if I hadn’t pursued graphic design, I would have probably ventured further into the world of art therapy.
During my time at Lite Waves, a London-based therapeutic educational organization, I developed a genuine interest in helping others through creativity, particularly young people.
Art therapy uses art as a means for people to express themselves, especially if they’re going through something difficult, like trauma.
It can be hard to talk about these things, but with art therapy you can express yourself through different mediums.
I’ll never forget about one particular child who participated in a Lite Waves art therapy program as it transformed his life.
After spending some time in the program, his mum noticed a significant difference and said he was a completely different child. Their relationship improved dramatically as they could finally communicate with each other.
Art therapy is a tool for expression that breaks down barriers and helps people connect, and that’s something that deeply resonates with me.
For me, creativity is essential, and I need to find ways to express myself in any way I can. Helping others do the same was an amazing experience.
How do you balance sticking to your ideas with being receptive to feedback?
One of the hardest things as a designer is balancing feedback with your own creative vision. Most creative work is subjective, so it’s important to respect other people’s opinions.
While I think you shouldn’t get too attached to your designs, you should also to be prepared to defend your ideas if you’re truly convinced they’re the best solution.
When a client gives you feedback, try a three-pronged approach: Do what they ask for, create an alternative that reflects your own design ideas, and, if you have time, try a third option that pushes the boundaries further.
This will give you a good starting point to discuss the project and narrow down what the client really wants. It’s a bit of a cliché, but in this business, patience really is key.
As a designer, you’ll get feedback that might not always be easy to hear. It’s important to explain your reasoning and educate the client while also being understanding of their vision.
Is there a particular design style you gravitate towards?
I’m drawn to designs that are vibrant and urban, often characterized by bold colors and clean lines.
Work from designers such as Jack Butcher and Roy Cranston resonate with me. Their ability to evoke emotions through minimalistic yet impactful designs inspires me to create work that looks aesthetically pleasing and communicates effectively.
For example, Jack Butcher’s work on Visualize Value captivates me because of its ability to redefine complex ideas into visually engaging graphics.
Psychology forms a part of design within itself because, especially in the marketing environment when you’re constantly having to think about how people might engage with your work and what action you might want from seeing it.
How do you approach a design task? Are there key elements that you get in place first?
First, I like to look at what is out there and what other people are doing; who’s doing it better than anyone else; and whether people are actually enjoying or engaging with it.
Then I get inspired and figure out who I’m designing for. You can get a gist of some ideas from websites like Product Hunt and Awwwards.
From there, I like to sketch things out, mind map, and think about best practices. You can’t always design as fast as you can think, but sketching lets you get all your ideas down so you can visually rearrange them later.
It’s better to get all your ideas out freely first before trying to wrangle them into something coherent. Of course, you have to consider key design principles such as hierarchy, but first, I focus on brainstorming and playing with as many different ideas before trying to organize them.
For me, inspiration often strikes by looking at what other designers have done in similar projects.
Then, it’s straight to paper. The beauty of paper is its speed; you can capture ideas instantly and build on them in seconds.
Once I have a good foundation on paper, I might move things to the computer and share them with the team, but the initial exploration always happens on paper first.
You have to get all those different elements down somehow, and for me, that happens better physically than digitally.
By working on paper first, you can have those moments of pure creativity much more easily than on a PC or tablet. Happy accidents happen all the time.
When you misclick a mouse, it just causes problems. But with a pencil, there are no limits. You can experiment with your first concepts as much as you want and change your mind.
What are some of the most memorable projects you’ve worked on?
At SmartFrame, one of my most fulfilling projects was the development and evolution of our digital asset management (DAM) system for the sports organizations we partner with.
It’s been a real process of understanding how we can enhance user experience through intuitive design and interactive features.
Outside of SmartFrame, collaborating on a bespoke African clothing brand was incredibly rewarding. This project encompassed branding, website development, and photography.
It allowed me to explore vibrant cultural aesthetics and create a cohesive visual narrative that resonated deeply with the brand’s identity.
Is there any final advice you would give to aspiring graphic designers?
For aspiring designers, there are a few key elements to your attitude that will help you get through times when it feels a bit hopeless, something I think most creatives can empathize with.
The importance of passion, perseverance, and continuous learning all add up to being proactive in exploring new techniques, trends, and technologies within whatever field you’re interested in.
As I mentioned before, being resourceful is crucial. Art is all about creation – but you can still create on a tight budget!
If you don’t work for a business full-time, you’re essentially tasked with becoming your own marketing department and building your brand, which is exciting but challenging.
It’s not just about the art anymore; it’s about promoting yourself as an artist. The earlier you start promoting yourself and actively seeking new opportunities, the more work you’ll attract.
With the boom in entrepreneurship after the pandemic, more people are exploring side hustles and small business ventures. Consider getting in touch with people you know and offering to review their side hustle.
You might have an idea of your design niche, but every project, big or small, presents new lessons to be learned and opportunities for personal growth.
Stay open to new opportunities and keep a fresh perspective on each project. Be willing to try things that you might never have thought would work.
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